Brian Rhea Brian Rhea

7 Pillars of JTBD Every SaaS Marketer Must Know

Do you want to know the key to successful SaaS marketing? Well, let me introduce you to theconcept of Jobs-to-be-DoneUnderstanding the JTBD Framework for Business SuccessDiscover the power of the JTBD framework and how it can revolutionize your business strategy. (JTBD). If you’re not familiar with JTBD yet, don’t worry – I’ve got you covered. In this article, we’ll explore the 7 pillars of JTBD that every SaaS marketer must know. Get ready to take your marketing game to the next level!## Understanding the Concept of JTBD

Before diving into the pillars, let’s have a quick rundown of what JTBD is all about. At its core, JTBD is a framework that focuses on understanding the “job” that customers are hiring a product or service to do. It goes beyond traditional demographic or psychographic profiling and delves into the motivations and desired outcomes of customers.

So why is JTBD important in SaaS marketing? Well, the answer lies in its ability to uncover actionable insights that can drive product development, messaging, and customer acquisition strategies. By understanding the jobs your customers are trying to get done, you can position your SaaS product as the solution they’ve been looking for.

The Importance of JTBD in SaaS Marketing

JTBD plays a crucial role in SaaS marketing as it helps you align your offering with the needs and desires of your target audience. By understanding the jobs that customers are hiring your product to do, you can create targeted marketing campaigns, identify gaps in the market, and develop compelling value propositions that resonate with your customers.

Moreover, JTBD allows you to stay ahead of the competition by focusing on the outcomes customers are trying to achieve rather than just the features of your product. This customer-centric approach leads to increased customer satisfaction, higher retention rates, and ultimately, business growth.

The Core Principles of JTBD

Before we delve into the pillars, let’s shed some light on thecore principles of JTBDUnderstanding the Job-to-Be-Done (JTBD) FrameworkDiscover the powerful insights behind the Job-to-Be-Done (JTBD) Framework and unlock a deeper understanding of customer needs and motivations.. When applying the JTBD framework, keep these principles in mind:

  1. Focus on the job, not the solution
  2. Understand the customer’s desired outcomes
  3. Identify and address customer constraints
  4. Go beyond demographic data and tap into the customer’s mindset

Now that we’ve established the groundwork, let’s dive into the first pillar of JTBD:defining the jobUnderstanding JTBD Examples: A Comprehensive GuideDiscover the power of Jobs-to-be-Done theory with this comprehensive guide on understanding JTBD examples..

The First Pillar: Defining the Job

The job your customer is trying to get done is at the heart of JTBD. Understanding this job is crucial for effective SaaS marketing. When you know the specific job your product is hired to do, you can tailor your messaging and positioning to attract customers who are looking to fulfill that job.

The Role of the Job in JTBD

Defining the job allows you to identify the pain points and gains that customers associate with it. By understanding the emotional and functional aspects of the job, you can create marketing messages that resonate with your target audience on a deeper level. This emotional connection is key to building customer loyalty and advocacy.

How to Identify Your Customer’s Job

To identify your customer’s job, start by talking to your existing customers. Conduct interviews, surveys, and user tests to get insights into their motivations and desired outcomes. Pay attention to the language they use and the emotions they express when discussing the job and its associated challenges. These insights will help you refine your understanding of the job and enable you to create targeted marketing materials.

The Second Pillar: Understanding Customer Context

Now that you’ve defined the job, it’s time to explore the second pillar of JTBD:understanding customer contextCreating a Jobs to Be Done Canvas Template for Your BusinessDiscover how to create a powerful Jobs to Be Done Canvas template for your business and unlock the secret to understanding your customers’ needs and motivations.. Context refers to the specific circumstances, motivations, and challenges that customers face when trying to get the job done.

The Impact of Context on Job Performance

Context plays a crucial role in shaping how customers approach the job. By understanding the context, you can tailor your SaaS marketing efforts to address customers’ unique needs and challenges. This deeper understanding allows you to create targeted messaging that resonates with customers on a personal level.

Ways to Gather Contextual Information

To gather contextual information, conduct interviews and surveys that focus on understanding customers’ specific challenges and needs. Look for patterns and commonalities among your target audience to identify the most significant contextual factors. This information will guide your marketing efforts and help you position your SaaS product as the ideal solution for customers’ unique contexts.

The Third Pillar: Identifying Customer Pains and Gains

As we move further into the pillars of JTBD, we come to the third pillar: identifying customer pains and gains. Pains are the obstacles, frustrations, and inefficiencies associated with the job, while gains refer to the benefits, outcomes, and emotional rewards.

The Significance of Pains and Gains in JTBD

By understanding the pains and gains associated with the job, you can highlight the value proposition of your SaaS product. Addressing these pains and providing the desired gains positions you as the solution that customers have been waiting for.

Techniques for Identifying Pains and Gains

To identify customer pains and gains, conduct user research through interviews, surveys, and social listening. Look for common pain points and gains that emerge from the data, and use these insights to fine-tune your marketing messaging. Be sure to emphasize how your SaaS product solves the problems your customers are facing and the benefits they can expect to gain.

The Fourth Pillar: Creating Value Propositions

Now that we understand the job, the context, and the pains and gains, it’s time to focus on the fourth pillar of JTBD: creating value propositions. Your value propositions communicate the unique benefits and outcomes that your SaaS product offers to customers.

The Connection Between Value Propositions and JTBD

Your value propositions should directly address the customers’ desired outcomes and highlight how your SaaS product fulfills their needs. By aligning your value propositions with the job, context, pains, and gains, you can create marketing messaging that resonates with your audience and differentiates your product from the competition.

Crafting Effective Value Propositions

To craft effective value propositions that resonate with your target audience, focus on communicating the unique benefits and outcomes your SaaS product delivers. Use clear and concise language that speaks directly to the customers’ desired outcomes and the value they can expect from using your product.

Additionally, leverage social proof, testimonials, and case studies to build credibility and trust. By showing how your SaaS product has helped others achieve their desired outcomes, you can convince potential customers that you are the right solution for them.

That wraps up the first four pillars of JTBD! In the next part of this article, we will dive into the remaining three pillars and explore how they contribute to effective SaaS marketing. So stay tuned, and get ready to take your marketing strategies to new heights with the power of JTBD!

Take action

Step up your product game

I've helped innovative teams all over the world make better product decisions using Jobs to Be Done. Now it's time to step up your product game with AI + JTBD.

Join the newsletter

Get familiar

Join 1,000+ product people and get practical AI + product tips delivered once per week.


  • Gain a deeper understanding of JTBD
  • Stay ahead of the curve
  • Develop a critical eye for innovation
  • Sharpen your skills

Try some resources

Get started

Instantly level up your Jobs to Be Done mastery and uncover insights that lead to meaningful innovations customers want.

$1 / name your price

  • Quickstart ChatGPT Prompts for JTBD
  • Forces of Progress for ChatGPT
  • Beginner's Guide to JTBD Interviews
  • JTBD Resource Library

JTBD + AI Workshop

Get serious

Enhance Your JTBD Toolkit with AI


  • Better Prompts for Better Results
  • Hands-on ChatGPT for JTBD
  • Interview Analysis
  • Research Prep Essentials
  • Advanced Transcript Analysis
  • Copywriting Mastery
  • Developing Hypotheses
  • ... and more!
Get instant access